WE SHARE THE STATE OF AFFAIRS


In 2003, with the exception of the Global Financial Crisis of 2009, the United States began enjoying strong and steady growth in both inbound international visitation and spending. In the last decade, the number of inbound travelers has doubled from roughly four million to 7 million, while spending has increased by 50% in the same time period, up to $251.4 billion. International travelers vacation for significantly longer periods of time. According to the World Travel & Tourism Council, travel and tourism accounted for 8.1% of America’s total GDP at $1,509.2 billion, with the industry directly and indirectly supporting over 14 million jobs. However, after years of double- digit growth, the growth in annual spending is decelerating, from 14% in 2008, to 7% in 2012, and to 2% in 2017, while annual visitation to the U.S. began to decline in 2015 – and has yet to stop. According to Bloomberg, America is one of two out of the top dozen global destinations to see a decline in international visitors in the last three years, while at the same time our market share has dropped in nine of our ten top source markets.


Here at PGAV, sudden changes in established trends always catch our eye, and cause us to inquire, “WHY” AND “WHAT SHOULD WE DO ABOUT IT?”


Over the last several years, from the US Council of Mayors to the American Alliance of Museums to the Southeast Tourism Society and beyond, we’ve heard impassioned requests for insights into what international visitors think and what they’re doing when they enter Te Melting Pot; and to date, we couldn’t find a precedent. Terefore, we’ve once again collaborated with our longtime partner H2R Market Research to survey 985 travelers who have visited America, are considering visiting our country, or who live here to explore inbound travelers’ behavior, motivations for visitations, barriers, and feedback on visiting the United States. Leveraging a professionally managed email panel and online survey methodology, 75% international visitors and 25% Americans were screened to ensure they were attraction visitors, household decision makers, and have visited America or have considered doing so. We selected the five greatest feeder markets to the United States - Canada, Mexico, Japan, China, and the United Kingdom – together representing 65% of total inbound travel. Te insights gained from our panelists paint a picture of opportunity for tourism professionals to better understand these guests, and create more fulfilling and enriching experiences for them. International visitors to America may be many things; but if they are one thing, they are


WELCOME! Change in Visitation to Each Country from 2015 to 2017


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